Browsing MWP Working Papers by Subject "L15"

Title:On the Signaling and Feedback Effects of Umbrella Branding
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Author(s):THAL, JeanineDate:2007Type:Working PaperSeries/Number:EUI MWP; 2007/13Abstract:I consider an adverse selection model of product quality to analyze a firm's incentives to sell different products under an umbrella brand. My main result is that umbrella branding can signal positive quality correlation ...